A

Research Proposal
On
AN ANALYTICAL STUDY OF BOOK INDUSTRY WHICH FOCUS
ON CONSUMER BEHAVIOUR AND READING PREFRENCES.
Submitted To
R.B. Institute of Management Studies
Under the Guidance of

Ms.Preyal Sanghavi
Submitted by:-
Bhavin Thakkar (B 131510006)
Kiran Prajapati (B 131510025)
Batch:-
2013-2015






Table of content

Sr. No. Particulars Page no
1 Executive summary 3
2 Introduction 4
3 Objective 8
4 Hypothesis 9
5.1 Research design 10

5.2 Sample size 10
5.3 Sampling method 10
5.4 Data collection instrument 10
5.5 Survey method 10
5.6 Data analysis method 10
6 References 11








CHAPTER-1

EXECUTIVE SUMMARY :
In present condition we must have some practical knowledge in business
administration. In MBA we study different subject like Advance marketing
management, Business environment and Organization behaviour. In first
year we had industrial visit, in second year we had industrial visit and
financial project. In third year we have GROUP REPORT. In this we take
particular industry or company for study.
The main objective of GROUP REPORT is to study an industry or company.
If it is industry than different aspects of that industry are surveyed. This
group report is based on consumer reading preferences.
Through this report it was surveyed that how many % of people prefer to
buy books, in which we also consider age & income of people. And what are
their different aspects of buying books. So first to all we decided our
objective and developing hypothesis. Here we will use descriptive research
design a part of conclusive research design. We will use cross sectional research
design.
We will be taken 50 Sample from book readers in Ahmedabad.
After that we will make survey for this report and we will use conventions
sampling method a part of non-probability.
There after we analysis data with the help of excel & SPSS.







CHAPTER-2

Introduction Of Books :
BOOK HISTORY is an area of interdisciplinary enquiry, drawing
on the methods of Bibliography, Social History, Literary Criticism,
and Cultural Theory. Its specific objects of study include literacy
and reading practices, relations among publishers, authors, and
readers, and media production technology.
The Centre for the History of the Book (CHB) was established in
1995 as an international and interdisciplinary center for
advanced research into all aspects of the material culture of the
text its production, circulation, and reception from manuscript to
the electronic text.
Serving a community of over 30 scholars across several university
departments, the CHB is today an internationally recognized
center dedicated to the promotion of Bibliography and Book
History.
Writing with words was invented by the Sumerians about five
thousand years ago (c.3100 BC). As far as we know it derived
from symbols used for the keeping of accounts around four
hundred years earlier. Sumer was located in what is now
Southern Iraq.
At first, writing was restricted to inscriptions, e.g. on stone, seals,
brooches, and containers. The Sumerians then developed baked
clay tablets, which can be regarded as the first books. These were
soon followed by the papyrus rolls of the Egyptians, made from a
plant native only to the Nile Valley. From around 500 BC the
papyrus roll became dominant, although clay tablets survived for
another five hundred years or so.


The Codex
The traditional modern form of the book is called the codex. It has
multiple separate leaves of pages, bound between protective
covers. This format has been with us for about nineteen hundred
years (from around the second century AD). Within two hundred
years of its introduction the codex became dominant. The codex
book (plural = codices) has survived so long because it has many
unique advantages.
Papyrus, Parchment and Paper
The first codex books used either papyrus or parchment as the
writing surface. Parchment was made from animal skin and
gradually became preferred to papyrus for the codex, as it was
more suitable for the new format. By the 7th century AD,
parchment had almost replaced papyrus altogether in Europe and
the Middle East, and remained the preferred medium in Europe
for about 800 years longer.
The disappearance of papyrus use was hastened by the near
extinction of the papyrus plant, caused by foolish over harvesting.
Parchment use did not seem impractical, since books were rare
items hand-copied in only very limited quantities. Another, more
expensive writing material was vellum, a higher quality variety of
parchment made at first only from calfskin.
Meanwhile paper was invented in China as early as 105 AD, and
was at first prepared from bark and hemp. This paper developed
to a high standard, and paper-making later spread to Japan (c.610
AD), and then to the Arab world along the Silk Road, via
Samarkand in Central Asia. Pre-Columbian American civilisations
also produced a more primitive bark paper from an unknown
date.
The Arabs introduced paper into Europe via Spain. However it
was not actually made in Europe until around 1276 AD (in Italy),
and not in England until 1495. One reason for this slow advance
was that European-style paper, made usually from flax and hemp,
was at first inferior to parchment, especially for illustrations. So
until it was improved, paper was not very suitable for the style of
illustrated manuscript common in the West.
Printing
Printing was another Chinese invention. The first known book
not written by hand was printed in what is now China in the ninth
century AD, from engraved wooden blocks. Because Chinese
writing was in the form of a very large number of pictographs,
moveable type was of little advantage. However such cast type
did appear in Korea before developing quite independently in
Europe.
A major advance in the West was Johannes Gutenberg's printing
from cast metal type (c.1450 AD). However this was still hand
composed on a mostly wooden press.
The next great change was slow to arrive, being the metal printing
press developed by Lord Charles Stanhope in 1803. This still
relied on human power to operate, however. A steam-powered
press invented by the German Friedrich Koenig followed in 1810.
An American, Richard Hoe, invented the faster rotary press in
1846. Printing raced further ahead when the mechanical
composition of type was perfected in 1886 with the Linotype
compositor.
Lithography was long used to print pictures for books. From this
method came the idea for offset printing, and the first offset press
appeared in 1904.
In offset printing the method of "relief" printing from cast metal
type, traditional since Gutenberg, is replaced by a smooth
photographic plate. The latter prints indirectly through a reverse
image on a rubberised cylinder. By 1980 offset printing was
taking over from the older method in many countries.
The Digital Revolution
This change led to the irony that a series of advanced digital
electronic processes now produced the traditional analogue
material book. It was only a matter of time before the logical
conclusion would be drawn - that books could exist in a purely
electronic form.
Moreover, such books could incorporate new possibilities
undreamed of in the printed codex book. For example, they could
be instantly updated, be searchable electronically, include sounds
& video and even a dictionary, and interact directly with the new
Internet, and therefore contain instant links to further
information.
The advent of digital book files also meant that traditional
physical books could now be printed individually, as required,
from a stored computer file (Print on Demand, or POD), rather
than in the traditional large print runs. This meant that "out of
print" books could now be made available again within hours, and
indeed that the whole concept of "out of print" titles could be
abolished over time. As well, it now became financially
practicable to print less popular books in limited numbers where
before they were uneconomic to print at all.
So rather than immediately displacing the printed codex, the
advent of the digital book meant that the physical book could now
flourish as never before. At the same time this change prepared
the ground for a decisive future shift towards electronic reading
(remember for example that clay tablets survived into the era of
papyrus rolls for around five hundred years).
Dawn of the e-Book
The electronic book or e-book (also spelt eBook and eBook)
began to emerge in its own right in the last years of the twentieth
century, existing as a virtual entity stored in a digital
file. Gradually however the electronic book became capable of
being easily read from a wide variety of devices, and its vast
potential began to be more widely understood. It became clear
that the e-book would represent the next leap forward in the
onward march of the book.

Introduction Of Book Industry ;
Established in 1957, the National Book Trust, India, an
autonomous organization under the Ministry of Human Resource
Development, Government of India is a highly professional
multilingual publishing house working towards the promotion of
books and developing reading habit among the masses.
Publishing forms a major activity of the Trust. It publishes a wide
variety of reasonably priced quality books ranging from works of
fiction to books on Medical Sciences and cutting edge technology
for all segments of the society and for all age groups, including a
wide variety of illustrated books for children.
Over the years, the Trusts determined efforts in developing a
strong and inclusive policy towards publishing is also apparent in
the variety of books published for visually handicapped and the
neo-literates.
During the period under review 2314 titles were published by the
Trust. These included 148 originals, 168 translations, 1996
reprints and 2 revised edition. Besides, 240 Braille editions were
published in Hindi, English, Marathi, Malayalam, Kannada, Tamil
and Gujarati.
Over the years, the Trusts publications have earned a distinctive
name both for their content and quality of production. This is
reflected in the number of awards and distinctions, which the
Trust receives from time to time.
This year too, two of its publications were awarded the best in
their respective categories at an Award Ceremony for Best
Publications organized by the Federation of Indian Publishers at
Pragati Maidan. These included Learning Science III in Hindi
(Second prize in College Textbooks category) and Catalogue:
Golden Jubilee Anthologies (Second prize in Price List, Catalogue &
Brochure category).
The Trust organizes book fairs/exhibitions throughout the
country at regional, national and international levels. NBT has so
far organized 19 World Book Fairs, 38 National Book Fairs and
around 220 Regional Books Fairs.
The Trust also stepped-up its book promotional activities in the
North-east through a number of book fairs, literary activities and
special sales drive. During the year under review the Trust
organized 5 book fairs and participated actively in 7 book fairs
held in the region.
Besides, the Trust also organized special exhibits of the Trusts
publications at various colleges and universities in the region.
Among the significant literary events organized during the period
include quiz and sit & draw competitions, meet-the-author
programmer, seminar on Childrens Literature and Reading
Habit at Aizawl and discussions on Writings of Rabindranath
Tagore, Essential Elements in the Literature of the North-East at
Itanagar.









CHAPTER-3
Objective :

A) Primary objective:-
The reading preference researchs primary objective is to identify
consumer behavior And preference towards books.
B) Secondary objective:-
Our secondary objectives are as following..
Factors affecting the buying pattern of the consumer for book.
To find out which types of book is most preferable.
To analyze the reason for the popularity for of the most
preferred book.
To find out how much income spend behind book in a year.
To find out how frequently consumer buy book.
To find out where customer buy book.
To analyzing marketing mix strategy adopted by book industry.









CHAPTER-4
Hypothesis :
H1:- There is Significant relation between age and hours in reading preference
H0:-There is No Significant relation between age and hours in reading
preference
H2:- There is significant relation between Age & Spending money
H0:-There is no significant relation between Age & Spending money
H3:-There is significant relation between Language & Family income
H0:-There is no significant relation between Language & Family income
H4:-There is significant relation between Income & Spending money
H0:- There is no significant relation between Income & Spending money














CHAPTER-5

Research methodology:

5.1) Research design:-We will use descriptive research design part of
conclusive research design. In descriptive research design we will use
Multiple Cross sectional research design a part of Cross sectional
research design.
5.2) Sample size:-Here we will select 300 Sample from people living
in Ahmadabad
5.3) Sampling method:-We will use Convenience Sampling a part of
Non Probability Sampling.
5.4) Data collection instrument:-We will use questionnaire as tools
of data collection.
5.5) Survey method:-We will use personal interview method. In
personal interview method we will use Mall Intersect.
5.6) Data analysis method:-In this we will use chi-squire, z- test with
the help of SPSS.








CHAPTER-6

Reference:

1) http://en.wikipedia.org/wiki/History_of_books
2) http://booksy.in/category/bookselling/


Book:-Marketing management of Philip Kotler (13
th
Edition).
Research methodology of Donald R Cooper (9
th
Edition).